STAYHotel Dive · 2h ago
Hyatt brings StandardX brand to North America with NYC flagship hotel
Executive Brief
The 30-second read
Hyatt is launching the StandardX brand in North America with a flagship property in New York City's Theater District. The development follows Hyatt's acquisition of Standard International and targets a younger, lifestyle-oriented market segment.
- 01The StandardX Times Square marks the regional debut of Hyatt's new lifestyle sub-brand
- 02Property features include a rooftop pool and a high-altitude observation deck
- 03On-site entertainment will be anchored by a free-fall thrill ride attraction
- 04The flagship location positions the brand within Manhattan's high-traffic Theater District
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The StandardX Times Square, irreverent younger sibling to The Standard brand, will feature an observation deck, a rooftop pool and a “free-fall thrill ride” in the city’s Theater District.